Gen Z is a complex group, and marketing to them means both listening to and understanding them. Taking a simplistic, broad-brush approach is not a wise bet for this generation, who will reportedly “count for 40% of the world’s shopping population by 2020.”
Gen Z is empowered with an unprecedented amount of information and doesn’t like to be marketed or talked down to. In fact, according to the Drum, one of the best ways to make an impact with them is to involve them. This generation is savvy in every way possible and is skilled when it comes to spotting inauthenticity. Read more to learn how brands can cause a stir – in a good way – with this sought-after generation of buyers.
It’s been a big year for Glossier, and the fan-favorite beauty and skincare brand plans to end it with a bang. The company has debuted a slew of new products this year, which means that their upcoming holiday pop-up in London already has their fanbase eagerly awaiting the opening.
The brand’s floral wonderland pop-up is inspired by traditional British social clubs, with hidden doorways and Instagram-worthy installations. This is especially fun for international fans who only have online access to Glossier products. Here they have access to the in-store experience and can try out items before they buy them for the first time. Check out the picturesque space here.
Companies that are looking to reach wider audiences but have thin budgets are increasingly looking to “co-marketing” in an effort to get more with less. Brands that are in the same space but not competitive are joining forces to target a shared audience. The trend is especially popular in the event space industry, where smaller brands can piggyback off of big brands and big brands can use smaller ones to add additional value to their own campaigns.
The way they see it, the more the merrier (and the more media impressions). Check out how five individual brands collaborated to transform sunny Rodeo Drive into a snowy ski village to bring awareness to climate change – and to their own brands.
Although many DTC brands have been distributing their budgets across multiple digital platforms, according to Entrepreneur, “the top 125 direct-to-consumer brands spent a total of $3.8 billion in television ads.” Yet, despite all the research, time, money, and energy going into TV, consumers still claim that live and experiential events have larger impact. Which creates an interesting conundrum, as the biggest brands with the biggest budgets still concentrate so much of their budgets on less effective media.
Most small- to medium-sized companies are reallocating budgets toward experiential, with brand experiences representing about half their average marketing budgets. Read more to see how The Pineapple Agency is guiding CEOs of iconic brands toward experiential and why their own CEO believes virtual experiences will never outperform live events.
Luxury hotels are no longer in the business of selling comfortable rooms; they are now in the business of selling experiences. When so often hotel rooms, services and amenities are similar in scope and price point, the hotel that’s able to offer an elevated experience wins the consumer.
Today, travelers want more than a luxury room and few drinks vouchers. In 2019, travelers are looking for fun activities and new experiences they can post to their Instagram feed. This is one of the main reasons Airbnb has given the hotel industry a run for their money. The hotels that focus less on specs and more on experience are winning. See how prioritizing experiential selling, along with a better booking process, has already gotten travelers hooked.
Commitment isn’t the issue. It’s overcommitment that people keep finding themselves drowning in. People don’t like to disappoint others, so they say yes instead of saying no. The plan from there? Dealing with the consequences when the time comes. Then, in the end, they cancel and they feel guilty about it.
But doing the commit-and-cancel routine makes a person seem untrustworthy. According to Harvard Business Review, keeping commitments is a sign of maturity, and employees that overcommit and don’t deliver can be a liability to their employers. Read more to learn how to just say no.
To promote Google Nest products, British retailer Argos and Google have teamed up and designed a one-day consumer experience on Britain’s smartest boat. The hope is to use in-person human demonstration to educate people about how helpful smart-home tech can be. Even those who have Google Nest or other Google home products are not using them to their full ability, in large part because they are unaware of their potential.
The companies are also giving people an opportunity to win an overnight stay on the houseboat, complete with a chef and personal concierge. Click here to get an inside look of the luxury smart vessel.
The latest brand to get in on the pop-up hotel craze is popular hazelnut spread Nutella. The company’s pop-up experience is located in the world-famous wine growing region of Napa, California. Unlike the Taco Bell Palm Springs pop-up that was packed with influencers, Hotella Nutella is only accommodating three lucky contest winners.
The space will be fully Nutella branded, complete with croissant shaped pillows. Superfans will be treated to delicious meals and all the Nutella they can get their hands on. If you’re nuts for Nutella, click here for contest rules and how you can try your chances to win a spot.
Want to learn more about our event staff and services? Or just want to talk shop? Contact us!